How to Convert a “Need” into a “Want”

Have you ever encountered a potential customer who expresses a simple need, but you can tell they’re not quite sold? You’ve explained all of the features of your product or service, but their response feels… flat.

This is something that is a very common hurdle in the world of marketing, and something that can easily fixed. The key is understanding the difference between a customer’s need and their want, and why igniting the latter is crucial for success.

In this article, we delve into the mind set between needs and want, and why transforming one into the other is the secret to effective marketing.

What’s the difference?

First, we need to break down the fundamental differences between needs and wants.

Needs are basic human requirements for survival and well-being. They are the foundational aspects that we seek to fulfil, such as hunger prompting the need for food.

Wants are desires that stem from those needs. They represent the “how” and “want” of fulfilling a need, such as the specific type of food we crave, the experience we desire, or the status associated with the restaurant.

Put simply, needs are universal, but wants are highly personal – and understanding this distinction is crucial.

Focusing solely on the features of your product or service that address a basic need can often leave your message feeling generic or uninspired. However, by tapping into the emotional desires that fuel a want, you can create a more enticing pitch and increase your chances of making the sale.

Less features, more benefits

One of the key elements to transforming a “need” into a “want” is how you frame your message – and it’s important to focus more on the benefits than the features.

For example, a customer might express a need for “secure storage”. This is a basic functionality, but what is the underlying want? It could be the peace of mind knowing their valuables are safe, or the freedom to travel without worry or concern for their belongings.

By reframing your message to address these emotional desires, you create a much more compelling narrative.

Instead of simply highlighting the security features, you can talk about how the product gives them back their time, reduces stress, or empowers them to live a worry-free life. This is the power of transforming needs into wants.

The art of storytelling

As people, we are wired to response to stories. They capture our attention, evoke emotions, and make information more relatable. In marketing, storytelling allows you to illustrate the “want” in action.

For example, imagine you are promoting a new fitness tracker. Instead of listing all of the technical specs and features, create a story about someone who used the tracker to achieve their fitness goals.

Describe their initial need (wanting to get healthier), the emotional challenges they faced (lack of motivation), and how the tracker’s features helped them to overcome those obstacles and achieve their desired outcome (feeling confident and energetic).

By creating a narrative that connects with the customer’s aspirations, you make them see your product or service as the hero of their own story, or the missing piece to their desired outcome.

Examples of the need-to-want transformation

To really showcase how reframing your message can have an impact, here are some more examples:

Financial services: A bank might advertise basic checking and savings accounts as a need for financial stability. But focusing their marketing on the want for a secure future, allowing families to plan for dream holidays or a comfortable retirement, is much more appealing.
Cleaning products: A cleaning product might address the need to remove dirt and grime. However, their marketing could tap into the want for a spotless, stress-free home – allowing families to spend more quality time together.
Tech gadgets: A smartphone might fulfil the need for communication. However, the marketing could highlight the want for connection, creativity, and productivity, showcasing how the phone allows users to capture precious memories and stay connected with loved ones.

These examples illustrate how companies can completely shift the conversation form basic needs to the emotional desires that truly motivate people.

Actionable strategies for marketing success

Now that we fully understand the importance of transforming needs into wants, let’s equip you with some actionable strategies to use in your marketing:

Conduct deep customer research: Understand your target audience’s underlying desires and motivations. Surveys, focus groups, and checking social media can reveal some valuable customer insights.
Develop buyer personas: Create detailed profiles that outline your ideal customer’s needs, wants, and pain points. This helps to tailor your message for maximum impact.
Focus on emotional benefits: Don’t just list a bunch of features, translate them into the emotional payoff for the customer. How will your product or service make them feel?
Craft compelling visuals: Use images and videos that evoke emotions and showcase the “want” in action. Think of aspirational lifestyles or overcoming challenges.
Leverage storytelling: Develop narratives that resonate with your audience’s desires. Show them how your product or service plays a role in their success story.
Utilise targeted advertising: Personalise your message to different audience segments based on their specific wants and needs.

By implementing these strategies into your marketing, you can craft campaigns that speak directly to the heart of your customer’s desires. You’ll move beyond addressing their basic needs, and ignite the “want” that drives them to choose your brand.

Conclusion

Mastering the art of transforming needs into wants is the key to unlocking powerful marketing that works.

When you connect with your customer’s aspirations and emotions, you create a message that resonates on a much deeper level. This not only drives sales, but also fosters loyalty and brand advocacy.

By focusing on the “want”, you become more than just a solution to a problem – you become a partner in achieving their dreams. Remember, people don’t just buy products, they buy the feeling those products evoke.

Make your marketing speak to those feelings, and your brand will enjoy a great amount of success.

But what are your thoughts? Have you used any of these techniques before? We’d love to hear about it. Let us know by messaging us on our social media profiles @goodcallagency.